(Revised from original version)
Consumer Behavior Exercise (B)
Students are instructed to interview a recent purchaser of a high-involvement/utilitarian product or service in depth about his/her buying decision. The exercise provides students with first-hand understanding of important concepts in consumer choice domain (e.g., stages in the buying process, decision-making roles, habit versus deliberation).
Keywords: Consumer Behavior;
Deighton, John A., and Susan M. Fournier. "Consumer Behavior Exercise (B)." Harvard Business School Exercise 596-040, January 1997. (Revised from original August 1995 version.)